persuasive design - usability is a commodity

- Pieter Jongerius -

PERSUASIVE DESIGNUsability is a commodity

Follow me on Twitter: @pieterj

Check out this clip on Vimeo (2min):http://bit.ly/gUvD7l

3EMERCE #CONVERSION . @PIETERJPlease take a look at the speaker notes, click the tab, below

ROBERT FABRICANT

4EMERCE #CONVERSION . @PIETERJ

vimeo.com/3730382

“Behavior is our medium”

so how dow we change behavior?

FAIL

PERSUASIVE DESIGN

BRON: BJ FOGG BEHAVIORMODEL.ORG (VEREENVOUDIGD)

6EMERCE #CONVERSION . @PIETERJ

USER ABILITY

TRIG

GER

MO

TIV

ATIO

N WIN

TRIG

GER

TRIG

GER

MO

TIV

ATIO

NM

OTIV

ATIO

N

USABILITYUSABILITY

6EMERCE #CONVERSION . @PIETERJ

Okay, let’s get started

A SUCCESFUL FLIRT

8EMERCE #CONVERSION . @PIETERJ

“How you doin’?”

appearancebehavior communication

VRIJ NAAR: BIRKIGT & STADLER (1986)

PERSUASIVE DESIGN

9EMERCE #CONVERSION . @PIETERJ

Zero Euros Free!

appearancebehavior communication

FRAMEWORKS

10EMERCE #CONVERSION . @PIETERJ

appearancebehavior communication

?

MENTAL NOTES

11EMERCE #CONVERSION . @PIETERJ 11EMERCE #CONVERSION . @PIETERJAlready looking at the speaker notes? Just click the tab, below

MENTAL NOTES

12EMERCE #CONVERSION . @PIETERJ

SHOEDAZZLE

13EMERCE #CONVERSION . @PIETERJ

SELF EXPRESSION

14EMERCE #CONVERSION . @PIETERJ

SOCIAL PROOF

15EMERCE #CONVERSION . @PIETERJ

SCARCITY

16EMERCE #CONVERSION . @PIETERJ

CURIOSITY

RECOGNITION OVER RECALL

CHALLENGES & REWARDS

STATUS

20EMERCE #CONVERSION . @PIETERJ

SOCIAL PROOF

21EMERCE #CONVERSION . @PIETERJ

SCARCITY

HUNKEMÖLLER

LOSS AVERSION

LOSS AVERSION

WORKING WITH MENTAL NOTES

26EMERCE #CONVERSION . @PIETERJ

INSIGHTS

27EMERCE #CONVERSION . @PIETERJFramework by Fabrique in cooperation with TU Delft

INSIGHTS

28EMERCE #CONVERSION . @PIETERJ

SALIENCY

GUIDING

30EMERCE #CONVERSION . @PIETERJ

GUIDING

31EMERCE #CONVERSION . @PIETERJ

COLOR

FLUENCY

FLUENCY

MAGNETIC: HUMAN STARE

WORKING WITH ‘INSIGHT’

36EMERCE #CONVERSION . @PIETERJ

FRAMEWORKS

37EMERCE #CONVERSION . @PIETERJ

uiterlijkgedrag communicatie

?

Usability is no longer sufficiant.

Persuasive design is the answer…

...for now.

what’s next?

DESIGN, BUT NOT AS WE KNOW IT·User centered design·Brand design·Usability engineering·Persuasive design·Story design·User experience design· Interaction design·Visual design· Transmedia design· ...

42EMERCE #CONVERSION . @PIETERJ

THE END OF DESIGN

·Evidence based·Patterns·Multivariaat testen·Google’s‘41 shades of blue’

43EMERCE #CONVERSION . @PIETERJ

44EMERCE #CONVERSION . @PIETERJ

intelligent design?

46EMERCE #CONVERSION . @PIETERJall content copyright of their respective owners